TY - JOUR

T1 - Intention to buy organic fish among Danish consumers

T2 - Application of the segmentation approach and the theory of planned behaviour

AU - Budhathoki, Mausam

AU - Zølner, Anette

AU - Nielsen, Thorkild

AU - Rasmussen, Morten Arendt

AU - Reinbach, Helene Christine

PY - 2022

Y1 - 2022

N2 - More than half of Danes buy organic food products every week; however, this has not been reflected in the retail sale of organic fish and shellfish. Therefore, this paper aims to perform consumer segmentation through the food- related lifestyle (FRL) instrument and determine the factors influencing intention to buy organic fish among Danish consumers applying the theory of planned behaviour (TPB). Survey data were collected using a validated questionnaire from 237 Danish convenient consumers. The structural equation model (SEM) was used to analyze the relationships between the TPB constructs. Consumer segmentation was based on the FRL instrument (incl. The shopping scripts, higher-order product attributes, and meal preparation scripts) as a basis for consumer segmentation. Factor analysis with hierarchical clustering yielded four consumer segments: the “Careless” (31.6% of the respondents), the “Rational” (17.3%), the “Cooks” (31.6%), and the “Eco-moderate” (19.4%). Consumers from the Careless segment had the highest percentage of respondents buying organic fish (39.1%), followed by those from the Cooks (33.1%). However, consumers from the Cooks segment purchase organic fish regularly, followed by the Careless segment (27.3% and 11.5%, respectively). The results from SEM indicated that past experience, perceived barriers such as difficulty to judge the quality, and availability of organic fish were significant predictors of the intention to buy organic fish. However, attitudes, subjective norms, and perceived price were not significant predictors of the intention to buy organic fish. The intention to buy organic fish showed a strong positive correlation with the reported consumption frequency of organic fish. Hence, focusing on perceived barriers, past experience with buying organic, and promoting availability among con-sumers is likely to trigger a behavioural intention of buying organic fish, thereby potentially increasing the purchasing frequency of organic fish.

AB - More than half of Danes buy organic food products every week; however, this has not been reflected in the retail sale of organic fish and shellfish. Therefore, this paper aims to perform consumer segmentation through the food- related lifestyle (FRL) instrument and determine the factors influencing intention to buy organic fish among Danish consumers applying the theory of planned behaviour (TPB). Survey data were collected using a validated questionnaire from 237 Danish convenient consumers. The structural equation model (SEM) was used to analyze the relationships between the TPB constructs. Consumer segmentation was based on the FRL instrument (incl. The shopping scripts, higher-order product attributes, and meal preparation scripts) as a basis for consumer segmentation. Factor analysis with hierarchical clustering yielded four consumer segments: the “Careless” (31.6% of the respondents), the “Rational” (17.3%), the “Cooks” (31.6%), and the “Eco-moderate” (19.4%). Consumers from the Careless segment had the highest percentage of respondents buying organic fish (39.1%), followed by those from the Cooks (33.1%). However, consumers from the Cooks segment purchase organic fish regularly, followed by the Careless segment (27.3% and 11.5%, respectively). The results from SEM indicated that past experience, perceived barriers such as difficulty to judge the quality, and availability of organic fish were significant predictors of the intention to buy organic fish. However, attitudes, subjective norms, and perceived price were not significant predictors of the intention to buy organic fish. The intention to buy organic fish showed a strong positive correlation with the reported consumption frequency of organic fish. Hence, focusing on perceived barriers, past experience with buying organic, and promoting availability among con-sumers is likely to trigger a behavioural intention of buying organic fish, thereby potentially increasing the purchasing frequency of organic fish.

U2 - 10.1016/j.aquaculture.2021.737798

DO - 10.1016/j.aquaculture.2021.737798

M3 - Tidsskriftartikel

VL - 549

JO - Aquaculture

JF - Aquaculture

SN - 0044-8486

M1 - 737798

ER -